A very unlikely topic in the ecotrain magazine, so I just had to check it out. I couldn't agree more with your analysis. This is heavy-duty manipulation of our culture (well, as long as we accept it to be "ours"). And of course, who's most manipulable? Young people, especially those who may have some rebellious tendencies - every healthy individual would have them, especially in reacting to the fundamental flaws in society, even though they may not fully comprehend what those flaws are. So of course, words like anarchists and metal heads will find a resonance, just like badest and meanest (yeah, and wrong grammar too!)
Interesting also the type of events this energy drink company sponsors: neck-breaking stunts that eat up massive amounts of resources, produce insane quantities of waste, and gets the young crowd cheering: "Oh, if this dude walks away with just a few limbs missing, maybe he can infect me with some incurable disease..." --Don't worry honey, culturally you're already infected with something horrible.
Thanks for this interesting read, @sharoonyasir!